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Homebase uses eBay 'geo-targeting' to promote store re-launch

A Homebase marketing campaign on eBay to promote a store re-launch delivered more than four million ad impressions to 600,000 unique eBay users living in the Chelmsford area thanks to precision targeting capabilities.

The four-week campaign began at the end of October and utilised eBay’s behavioural and geo-targeting capabilities to target advertising at the most relevant audience. It was designed to raise customer awareness of the re-launch of the Homebase store in Chelmsford.

Clicking on the Homebase adverts directed users to a custom landing page hosted on eBay.co.uk, which offered video content, editorial content about the re-launched store and downloadable nectar vouchers.

The results of the campaign showed that 63 per cent of people who clicked through to the brand page interacted with above the fold links.

Phuong Nguyen, UK head of eBay advertising, said: “This is a great example of how online marketing cam complement bricks and mortar, driving new and existing customers to an established store network.”

Michelle Raeburn, local marketing manager at Homebase, added: “eBay’s geo-targeting capabilities and the ability to segment by consumer interest and keyword search terms enabled us to develop an incredibly precise campaign with minimal wastage.

“The campaign contributed to an uplift in footfall to the new look store and we are now looking at how we can do more online campaigns to support our other store re-launches in 2014.

The campaign included a keyword takeover – matching adverts to any searches for ‘Homebase’ on eBay.

Source : Angela Haggerty - The Drum
www.thedrum.com/news/2013/12/18/homebase-reports-success-targeted-ebay-marketing-campaign-promoting-chelmsford-sto-0

18 December 2013
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